A minute with Samir Ayoub

Samir Ayoub doesn’t like the press. Before the microphone goes on, he tells us this is the first time he has spoken to the media in ages. But in the middle of last year, Mindshare employed a public relations manager and began seeking more coverage. “I don’t care about myself. I never think of myself. Some people say it’s a strength, some say it’s a weakness.”